Porter’s Five Forces Analysis
An analysis of the structure of the industry should be undertaken in order to find effective ways of competitive advantage (Porter, 1985). Therefore, in order to analyze the competitive environment of Tesco, Porter’s five forces analysis has been offered by the researcher as follows: Threat of substitute products and services
The threat of substitutes in the grocery retail market is considerably low for food items and medium to high for non-food items. In the food retail market, the substitutes of major food retailers are small chains of convenience stores, off licenses and organic shops which are not seen as a threat to supermarkets like Tesco that offer high quality products at considerably lower prices (Financial Times, 2009). Moreover, Tesco is further getting hold of these shops by opening Express stores in local towns and city centers by creating a hurdle for these substitutes to enter the market. However, the threat of substitutes for non-food items is fairly high, for example, clothing. It should be marked that so long as the economic recession prevails, customers will be inclined towards discounted prices hence Tesco is a threat to the specialty shops. Threat of entry of new competitors
The threat of entry of new competitors into the food retail industry is low. Huge capital investments are needed in order to be competitive and to establish a brand name. Major brands that have already captured the food retail market are Tesco, Asda, Sainsbury’s and Morrisons and they account for 80% of all shopping in the UK (Mintel, 2010). So, new entrants have to produce something at considerably low price and/or high quality to establish their market value. Gaining planning authorization from local government takes a considerable amount of time and resources to establish new supermarkets and this is therefore a considerable barrier to new entrants. Intensity of competitive rivalry
The intensity of competitive rivalry in the food and grocery retail industry is extremely high. There is an intense competition between Tesco, Asda, Sainsbury’s, Morrisons and Waitrose, which are competing with each other over price, products and promotions intermittently. It should therefore be highlighted that Asda is one of the key competitors in this segment with an market share increase from 16.6% to 16.8% during the fiscal year 2010/ 09, while Sainsbury’s has shown an increase to 16.1% from 15.8% and Morrisons to 11.6% from 11.3% through the same period (Euromonitor, 2010). The slow market growth essentially means that these increasing market shares from competitors have increased the intense market rivalry, which is threatening Tesco’s market leadership position. In rural areas where the nearest superstore can be some distance away, some primary consumers are attracted by retailers like Somerfield and Co-op. Hard discounters like Aldi and Lidl have taken over the market in times of recession. During 2008 they recorded a growth of sales of over 25% (Keynote, 2010). Bargaining power of buyers
The bargaining power of buyers is fairly high. The buyers can easily switch from one brand to another when the products have a slight differentiation, are more standardized and the switching cost is very low It has been suggested that customers are attracted towards the low prices, and with the availability of online retail shopping, the prices of products are easily compared and thus selected. Bargaining power of suppliers
The bargaining power of suppliers is fairly low. It should be noted that the suppliers are inclined towards major food and grocery retailers and dread losing their business contracts with large supermarkets. Hence, the position of the retailers like towards Tesco, Asda, and Sainsbury’s ismore strengthened and the negotiations are positive...
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